Mar 15, 2011
Sign Up for My Newsletter
-
Archive for the ‘social media’ Category
I was the voice of dissent on a panel yesterday at SXSW titled Outsourcing Social Media without Outsourcing Your Soul with Nicole Simon, Kate Buck and Elizabeth Bellanti. In room packed with agency people, my opinion on outsourcing social media marketing was more than just a little controversial.We stirred up a heated back channel debate that’s still going on a day later. So be warned that if you read this blog post, you might wind up feeling angry, upset or possibly even threatened. If you’re an agency person, you might feel the need to speak up and defend yourself, or your clients. And you might think that I’m your enemy.
But if you take the time to read this ENTIRE post carefully, and genuinely consider the argument I am about to make, you’ll probably wind reassessing your approach to social media marketing altogether, and realize that I’m not writing this post to deprive you of agency billings. I’m writing it to help you by telling what no one else will. I’m going to show you how and why the way you’re trying to win new business for your clients is distasteful at best, unethical at worst. And also why, ultimately, it’s a dead end strategy.
But before I ruffle your feathers, let me first say that if you’re a client, I DO think it IS possible to outsource much of your social media marketing workload, and if you’re an agency, there ARE plenty of ways you CAN help your clients with social media marketing. There’s no shortage of billable social media hours to be outsourced. The mistake, as I see it, is that a lot of clients are taking an unsustainable approach which is likely to result in a rude awakening, kind of like the wake-up call Chrysler’s agency sent to the automaker’s management last week. Had there not been such a severe case of social media illiteracy in the boardroom, Chrysler never would have outsourced their voice in the first in place. Read the rest of this entry »
Categories: social media, Uncategorized22 CommentsJan 03, 2011This post (written based on the presentation embedded above) explains how the Facebook “Like” button is poised to kill online display advertising as we know it, and help you understand why the social networking giant has been valued at $50 billion. It is the second in a series of posts about marketing with Facebook. The first post with about marketing with Facebook Pages and Facebook Ads. Let’s get started.
At first, the web was about surfing the information highway. Then it evolved into a place where the focus was on web content, pages, databases and documents. Today, it has become a place to connect with friends and trusted colleagues. The web of tomorrow will be about finding relevant content from our friends, signaling the end of algorithmic search as the dominant means of locating relevant content online. Read the rest of this entry »
Categories: Facebook, social media, social networks, socialmedia, socialnetworking, socialnetworks, Uncategorized
Social media monitoring is the first step in any effective social media marketing or social media ROI program.
Even trusted market research providers like Nielsen are offering integrated solutions for listening to online conversations. If you’re looking to update your understanding of sentiment analysis, social media monitoring ethics or natural vs. computational language processing, I recorded a podcast of a panel called “Separating the Wheat from the Chaff: The Nitty Gritty of Social Media Monitoring” which I set up and moderated for the Market Research Association at their First Outlook Conference in Orlando on Nov. 3, 2010.
We brought down four social media analytics experts to weigh in and answer the tough questions from an audience of statisticians. On the panel were Christopher Ahlberg, Ph.D., CEO, Recorded Future; Barry de Ville, Analytical Consultant, SAS Institute; Rob Key, CEO, Converseon; and Valery Miftakhov, Associate Principal, McKinsey & Company NM Incite, which is providing consulting services in partnership with Nielsen BuzzMetrics. I led a social media training for market researchers the day before.
Discussion topics include appropriate use cases for sentiment analysis where 60% accuracy is a best case scenario, natural language processing algorithms, computational language processing algorithms, analyzing non-text based online information, applying the prism of social science to social media measurement, the change management aspect of social media metrics and integrating it into the enterprise; influence mapping and computing power nodes within networks; Annie Pettit asks about the Nielsen BuzzMetrics “Patients Like Me” password protected data scrapping incident reported in the Wall Street Journal; imposing temporal logic over social media tracking; normalizing data and the validity of online panel.
You can listen to the podcast here.
RECOMMENDED PODCASTS
Facebook Marketing Campaign Measurement Briefing
Measurement Standards Declared by Global PR Industry
Listening to Social Media Conversations with Rob Key
You can listen to the podcast here.
SUBSCRIPTION OPTIONS
ABOUT THE PODCASTER
@EricSchwartzman provides online social media training, social media strategy and social media policy governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage.
His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies.
Eric is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the Social Media Boot Camp and the Social Media Master Class, which are offered monthly in the US.
His book “Social Marketing to the Business Customer” with Paul Gillin about B2B social media marketing is available at Amazon, Barnes & Noble or Borders.
Sep 16, 2010
Michael Rice, SVP Digital at McCann Erickson Los Angeles, Adrian Sexton, CEO at New Medici, Yacine Baroudi CEO at FasTake and David Bloom, Principal at Words & Deeds share their first impressions on Google Instant at the iHollywood Forum Panel on Social Media for Brands.
Special thanks to Erik Deutsch for his help.
Categories: SEO, social media
Aug 12, 2010
If you want to get an idea of what I cover in my Social Media Boot Camp or attend the workshop remotely, I’m live streaming my Los Angeles session on Aug. 18-19 from 9 to 4pm PT right here. So bookmark this page and come back anytime during the workshop to view the live stream.
Attendance is limited to 24 and my workshops are very interactive. I will be taking questions from attendees as they roll and helping people one-on-one through-out the course of the Boot Camp. But that only goes for paid attendees. You can audit via the web for free, but questions and one-on-one counseling is limited to the folks on site.
I will not be taking questions from the chat room. Also, I make no guarantees as to the quality of the audio or video, but we have a pretty good prosumer rig, a live camera operator and a Sennheiser shot gun mic so hopefully it’ll be more than watchable. I’d certainly appreciate your feedback as a comment to this blog post if you’re inclined to share it.
For Upcoming Social Media Boot Camp dates, visit www.SocialMediaBootCamp.com.